UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCA

FACULTATEA DE TIINE ECONOMICE I GESTIUNEA AFACERILOR

DEPARTAMENTUL DE MARKETING
DISCIPLINA: MARKETING DIRECT I COMUNICARE PROMOIONAL
Specializarea de masterat: Strategii i politici de marketing anul II
Administrarea afacerilor n turism, comer i servicii anul II

PROGRAMA ANALITIC
an universitar 2012-2013
1. Conceptul de marketing direct
1.1. Definirea i conceptul de marketing direct
1.2. Trsturile marketingului direct
1.3. Factorii care au contribuit la dezvoltarea marketingului direct i evoluia lui
2. Segmentarea i intirea n marketingul direct
2.1. Fiierele i bazele de date folosite n marketingul direct
2.2. Strategii de segmentare folosite n marketingul direct
2.3. Strategii de intire folosite n marketingul direct
3. Oferta n marketingul direct
3.1. Elementele componente ale ofertei n marketingul direct
3.2. Tipuri de oferte n marketingul direct
3.3. Mijloacele de rspuns n marketingul direct
4. Media n marketingul direct
4.1. Tipriturile: mailing, anunul n presa scris, catalogul, bus-mailing
4.2. Media audio-vizual i interactiv: televizorul, radio, dvd-uri
4.3. Media interactiv: telefonul, internet, sms/mms, generaia a 3-a
5. Mesajul n marketingul direct
5.1. Elementele mesajului n marketingul direct
5.2. Caracteristicile unui "mesaj" bun n marketingul direct
5.3. Proiectarea mesajelor n marketingul direct
6. Testarea n marketingul direct
6.1. Testul A/B
6.2. Metoda RFM
6.3. Metoda Scoring-ului
6.4. Testul 50-50
7. Evaluarea eficienei aciunilor de marketing direct
7.1. Bugetul campaniilor de marketing direct
7.2. Analiza costurilor aciunilor de marketing direct
7.3. Eficiena aciunilor de marketing: indicatorii cheie de performan
8. Aspecte generale legate de marketingul direct
8.1. Prestatorii n marketingul direct
8.2. Cariere n marketingul direct
8.3. Integrarea marketingului direct n organizaie
BIBLIOGRAFIE:
1. Bayse A., Opportunities in Direct Marketing Careers, McGraw Hills, New York, 2008.
2. Claeyssen, Y., Deydier, A. & Riquet, Y., Marketingul Direct Multicanal: Prospectarea,
Fidelizarea i rectigarea clientului, Polirom, Iai, 2009.
3. Drayton, B., Common Sense Direct & Digital marketing. Kogan Page, London, 2007.
4. Drayton, B., Marketing direct pe nelesul tuturor. Editura Publica, Bucureti, 2008.

5. Geller, L.K., Response: The Complete Guide To Profitable Direct Marketing. Oxford University
Press, New York, 2002.
6. Jones, S.K., Creative Strategy in Direct marketing, NTC Business Book Chicago, 1998.
7. le Men, Y. & Bruzeau, M., Marketing Direct. Editura Teora, Bucureti, 2000.
8. LeSueur J., Marketing Automation. Practical Steps to More Effective Direct Marketing, John
Wiley & Sons, Hoboken, 2007.
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Best Practices, Marketing Facts, Springer-Verlag, Berlin, 2007.
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Page, London, 2002.
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13. Stone, M., Bond A., & Blake E., Ghidul complet al marketingului direct i interactiv: Cum s
selectai, s dobndii i s pstrai clienii potrivii. Bic All, Bucureti, 2006.
14. Stone, B. & Jacobs R., Metode de succes n marketingul direct. Editura Arc, Chiinu, 2004.
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Director de departament,
Prof.univ.dr. Ioan PLIA

Titular de disciplin,
Lect.univ.dr. Mihai Florin BCIL